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TikTok Shares New Insights into the Impact of TikTok Clips in the Purchase Journey [Infopgraphic]

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TikTok Shares New Insights into the Impact of TikTok Clips in the Purchase Journey [Infopgraphic]


TikTok has published a new report which provides fresh insights into the role that its platform plays in the evolving path to purchase, and how TikTok clips can change the way that brands and consumers interact.

As explained by TikTok:

By listening to the TikTok community, we meet users where they want to be met, and it’s not in the funnel. Rather, it is an infinite loop with no start or end point, and it empowers brands to establish more meaningful relationships with consumers that result in communities of brand loyalists, repeat purchases, and greater spending.

Digging into this, TikTok commissioned Material to conduct a new study of TikTok users, and get their insights into shopping and advertising via TikTok clips.

Among their key findings:

  • 49% of TikTok users say that the app is a good place to discover something new
  • 44% discover products from videos posted by brands
  • 1 in 4 respondents have tagged a brand in a post

Some interesting notes – you can read a full overview of the Material/TikTok brand study here, or check out the infographic overview below.



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Musk says Twitter clash with Apple a ‘misunderstanding’

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Musk says Twitter clash with Apple a 'misunderstanding'

Apple CEO, Tim Cook. — © AFP

Twitter owner Elon Musk said he met with Apple chief Tim Cook on Wednesday and “resolved the misunderstanding” that prompted him to declare war on the iPhone maker’s App Store.

“Among other things, we resolved the misunderstanding about Twitter potentially being removed from the App Store,” Musk tweeted.

“Tim was clear that Apple never considered doing so.”

Musk also tweeted a video clip of “Apple’s beautiful HQ” in Cupertino, California, noting that he had had a “good conversation” with Cook.

Apple did not reply to AFP requests for comment.

The world’s richest person opened fire on the planet’s most valuable company early this week over fees and rules at the App Store, saying Apple had threatened to oust his recently acquired social media platform.

The billionaire CEO had tweeted that Apple “threatened to withhold Twitter from its App Store, but won’t tell us why.”

Apple, which has not issued a public statement on the matter, typically tells developers if fixes need to be implemented in apps to conform to App Store policies.

Analysts told AFP the clash may have came down to money, with Musk irked that the App Store takes a commission on transactions such as subscriptions.

Musk has delayed the relaunch of the Twitter Blue subscription tier intended to have users pay for perks such as account verification check marks.

Twitter rolled out Blue early in November, but pulled the plug after impersonators paid for check marks to appear legitimate in what former head of safety and security Yoel Roth referred to as “a disaster.”

Both Apple and Google also require social networking services on their app stores to have effective systems for moderating harmful or abusive content.

But since taking over Twitter last month, Musk has cut around half of Twitter’s workforce, including many employees tasked with fighting disinformation, while an unknown number of others have quit.

He has also reinstated previously banned accounts, including that of former president Donald Trump.

Describing himself as a “free speech absolutist,” Musk believes that all content permitted by law should be allowed on Twitter, and has described his actions as a “revolution against online censorship in America.”

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